If Jobs were alive, he would give Cook a thumbs up: "Tim, you did a great job. I didn't make a mistake when I selected you to be my successor!" Many people accused Cook of not having the innovation of Jobs, but it's easy to talk.

, you ask them how to innovate, but they can’t tell you.

My opinion is: Even if Steve Jobs is still alive and still at the helm of Apple, it will be difficult to be completely different from the company under Cook. The reason is very simple. Nowadays, smartphones are already a highly mature industry with little room for innovation. In the Steve Jobs era,

Smartphones are still an emerging industry, with a lot of room for innovation.

After Jobs returned to Apple in 1997, he first streamlined the computer product line and launched the iMac integrated desktop computer on May 6, 1998. 800,000 units were sold in five months, making it the fastest-selling computer in Apple's history.

Has this computer changed Apple's role in the personal computer industry?

not at all!

In the words of Walter Isaacson, the author of "The Biography of Steve Jobs", "Apple stood out and gained the fame it needed to survive in the 'Windows' world." In other words, Apple earned its fame, but

It has not completely solved the problem of survival.

Before the introduction of the iPod, Apple Computer's market share was pitifully small and the company was still on the brink of bankruptcy.

The launch of the iPod was because Jobs seized the opportunity of music digitization and Sony's heavy bureaucracy and slow response, and revolutionized the Walkman's life with the iPod.

With the launch of the iPhone, Jobs seized the opportunity to switch the Internet from desktop to mobile.

There is a very important time point. iOS was launched in January 2007, and Android was acquired by Google in August 2005 and further developed. In November 2007, the Android Alliance was established. This shows that Steve Jobs was not the only one to see the trend of mobile Internet.

It can be seen that Jobs's specialty is to be good at grasping new industry trends and launching new products at the transition of old and new industries (Pixar is also famous because digital animation began to replace manual hand-drawn animation, so it was able to break out in the circle surrounded by Disney)

a bloody road).

Jobs' innovation is suitable for emerging industries when they emerge, but not for mature industries.

In fact, long before returning to Apple, Steve Jobs's NexT computer was a failure. He positioned himself as the leader of personal workstations and worked very hard on everything from logo and product design to operating system, but the result was a complete failure. The reason was that computers at that time

It is already a mature industry, and the alliance between Microsoft and Intel has dominated the PC industry.

If he hadn't made a fortune investing in Pixar (sold to Disney for $7.4 billion), Jobs wouldn't have the reputation and capital to make a comeback, and it would be basically impossible to return to Apple.

In fact, long before returning to Apple, Jobs’ NexT computer was a failure. He positioned himself as the leader of personal workstations and worked very hard on everything from logo and product design to operating system. However, the result was a mess because computers at the time were

It is already a mature industry, and the alliance between Microsoft and Intel has dominated the PC industry.

If he hadn't made a fortune investing in Pixar (sold to Disney for $7.4 billion), Jobs wouldn't have the reputation and capital to make a comeback, and it would be basically impossible to return to Apple.

Cook's outstanding contribution lies in guarding the Apple empire very well.

Since the day Jobs took over the reins, voices questioning Cook have never disappeared, but Cook has done really well. Due to space limitations, I will only talk about Apple's market value here.

The reason is simple. If the company does not perform well, the market value will speak for itself.

When Jobs died, Apple's market value was US$300 billion. As of April 17, Apple's latest market value was US$1,237.4 billion. If calculated based on the highest price of US$327.85 per share on January 31, 2020, the highest market value was US$1,434.54 billion.

They were 4.12 times and 4.78 times respectively when Jobs died.

Now, Apple is the only third member of the global trillion-dollar club.

In this case, can you still say that Jobs will be disappointed with Cook?

I think if Steve Jobs were still alive, he would reward Cook with a big gift package!